AN EMPIRICAL STUDY ON CUSTOMERS

PERCETPTION REGARDING PATANJALI TOOTH

PASTE IN ANAND CITY
Dr.Jignesh Valand* Parikshit Kelkar**
*Asst Professor, Anand institute of **Student, Anand institute of Business
Business Studies, Anand. Studies, Anand.
ABSTRACT:
Consumer (who uses a product or service) is center point in the market, or we can say
they are the king of Market. The success of any market is depend on the happiness or
satisfaction of the customers towards the brand offered by the company, and for that
every marketer needs to study the behavior of a customer. Because of changes in the
way of living, technology and invention of new things it is difficult to understand the
attitude of customers about the toothpaste product. Understanding customer is a very
challenging job. Today Patanjali provides wide varieties of choice in terms of
toothpaste. Toothpastes from paste form, to gel and powder form are present in the
market serving/being controlled by needs of all the pieces/parts. Also, a lot of herbal
and medicated toothpastes having natural and anti -sensitivity properties are creating
special places/good jobs for themselves in the market space. The descriptive study
mainly focusing to know the customer's preference towards Patanjali brand,
positioning of Patanjali brands in minds of people (who use a product or service) and
products attributes influencing the consumer in terms of toothpaste. In this research
structured list of questions used to collect data and convenience sampling method has
been adopted to complete the study.

Key Words: Perception, Tooth paste buying pattern, Awareness about Toothpaste
Brand.
1 INTRODUCTION:
Customer perception plays a vital role in a company’s ability to attract new customers
and to retain existing customers. The good news is that companies have the ability to
control many of the factors that build an individual’s perception of the
company/brand.

The formal definition of customer perception is, “A marketing concept that

encompasses a customer’s impression, awareness and/or consciousness about a

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company or its offerings.”

To put it simply, customer perception is what your customers and potential customers
think of your organization. This perception directly impacts the attraction of new
customers and the capacity to maintain good relationships with current customers.

Consumer Purchase Decision:

A decision is an outcome of two or more possible alternatives for the decision and
consumer having mainly five types of decision like what to buy, how much to buy,
where to buy, when to buy, how to buy. The customers buying decision classified as
initiator, influencer, decider, buyer and users. The marketer being used various
strategies to convince or to attract customers to buy or rebuy the product. As we know
that customers taste and preferences are constantly changing that is why every
marketer needs to check or to study the behavior or perception of the consumer.

Today Patanjali is the fastest growing FMCG Company in India. It is valued at 30

billion (US$470 million) and some predict revenues of 5,000 crore (US$780 million)
for the fiscal 2015–16. Patanjali declared its annual turnover of the year 2016-17 to be
estimated 10,216 crore (US$1.6 billion). Baba Ramdev has stated in his interview
with CNN-News18 that profit from Patanjali Products goes to charity.

1.2 Patanjali Ayurveda- Entry in to toothpastes:

The first rumbles in the toothpaste market are being felt with a well-known oral care
brand, Colgate deciding to come out with a herbal version. The Money-based Times
reported that huge company giant Colgate Palmolive is ready with a herbal version,
Cibaca Vedshakti, "a native (to) brand", to fight against Baba Ramdev's (ancient
medicine)toothpaste,DanKanti.
Patanjali toothpaste Dant Kanti sales are guessed (number) at Rs 450 crore, the
Money-based Times report stated, and has been able to brush off 1.5 percent of
Colgate share in the teeth-related care market. Harish Bijoor, Person (who started a
company), Harish Bijoor Consults Inc., says that when the MNCs rode into the
country with their teeth-related care products, they were chemical creations which
helped form habits in people. When the people (who use a product or service) got
bored of the products, then the difficult to notice/skillful differences/different versions
kicked .But they all were in the world of chemicals. Some came in later with Indian
versions like neem, tooth powder, etc. but they did not catch the attention of people
(who use a product or service) like Baba Ramdev's products did.
It was only a matter of time that the saturation in the Indian market led people (who
use a product or service) to accept a different player. When that player was known
through TV channels in their homes, the offerings became believable. Also, word-of-
mouth (being talked about a lot on TV, online, etc.) after using the products has also
helped. Colgate may be the first mover now in the (ancient medicine) turf among the

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MNCs. Soon there might be others who will paint themselves with Indian colors. Or
someone will come with fruit flavor versions of toothpastes.
So within very short span of time Patanjali has gained good toothpaste market share
coverage in India and still it is growing.

2 Review of literature:
Park and Lessing (1981) proposed that subjective knowledge provide a better
understanding of consumers decision making processes because consumers level
of confidence in their search and decision making behavior, independent of their
objective knowledge

Amo and Kolvereid, (2005) concluded in their study that employees’ intrpreneural
personality has significant impact on the innovative behavior. They measured the
personality through the Pinchot (1985)’s scale of personality. Hsieh, et al. (2011)
used the big five personality model to measure personality. They concluded three
traits extraversion, agreeableness and conscientiousness is significantly positively
related with technological innovation while conscientiousness, openness to
experience, extraversion, emotional stability is positively related with the innovative
performance of employees. Another study found three personality traits;
agreeableness, extraversion and openness to experience positively correlated with
idea generation and idea promotion stages of innovative behavior (Chen , 2010).

Rajput (2012) analyzed the significance of demographic profile of consumers

affecting the purchase decision of branded garments and to observe from gender
perspective the consumer awareness about different apparel brands available in
the Indian market and also to find out whether there is a significant difference in
total expenditure on branded apparels done by males vis- a - vis females. The
results confirm that Indian people have become highly brand conscious presently.
Hence, brand image is not a significant factor in choosing the product or brand to
buy. There are other aspects like, quality, comfort, expectations and demographic
characteristics are also influence to the purchasing decision that dominate the
purchase decision of males and females. From the analytical introspection it is
evident that the gender differences do exist with respect to build attitude towards
fashionable apparels and brands. Further, the variation in age and income is not
significant as consumers preferred brands or outfits irrespective of that. Allen
Solly tops the minds of the customers followed by Van Heusen and Raymond
which refers to the maximum frequency of recalling the brands. These are the
most familiar and favorite brands also among brand aware consumers,
specifically in context of India.

Rossiter and Prey (1987), brand awareness precedes all other steps in the buying
process. A brand attitude cannot be performed, unless a consumer is aware of the
brand. In memory theory, brand awareness is positioned as a vital first step in building
the bundle of associations which are attached to the brand in memory (Stokes, 1985).
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3 Objectives of the Study:

 To determine brand preference for toothpaste.
 To examine consumer awareness of toothpastes.
 To examine products attributes influencing the consumer buying toothpastes.
 To determining the positioning of various brands in minds of consumers.

4 Research Design
This research study is concerned with describing the characteristics of a particular
individual or of a group. In this study descriptive research design has been used.

5 Sample Techniques:
Convenience sampling is used to justify the research study.

6 Data Collection Method:

Primary data has been collected through structured questionnaire.

7 Data analysis and Interpretation

The data has been collected with the help of questionnaire. And it has been
analyzed and interpreted with the help of tables along with relevant descriptions.
Appropriate treatment has been done to the raw data and logical conclusions are
drawn based on the findings
8 Data Analysis and Interpretation:
1) Gender wise classification of the respondents:

Sr.no Gender Percentage Frequency

1 Male 54% 27

2 Female 46% 23

3000% 27
2500% 23

2000%

1500% Male
Female
1000%

500%
54% 46%
0%
Percentage Frequency

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The above chart represents the gender wise classification of respondents. In this
research 54% were male respondents and rest are female respondents.

1 On what basis do you buy Patanjali toothpaste?

Sr. no Basis of buying Percentage Frequency

Patanjali toothpaste
1 Taste 14% 7

2 Price 8% 4

3 Quality 10% 5

4 Indian brand 26% 13

5 Availability 8% 4

6 Advertisements 18% 9

7 Health benefits 16% 8

Total 100% 50

Basis of buying Patanjali toothpaste

14% Taste
16%
Price
8%
Quality
18% Indian brand
10%
Availability
Advertisements
8%
26% Health benefits

The above graph clearly indicate that 26% respondents purchased Patanjali tooth
paste only because that it is Indian brand but 18% of respondents are buying this
product because by seeing advertisement.16% respondents are buy on the basis of
health benefits. From the above data find that majority of the respondents purchased
Patanjali tooth paste only because that it is Indian brand. Price and availability should
be improved.

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2 Which of the following brands of toothpastes that have you used in past?

2500% 23

2000%

1500%

9 Percentage
1000%
6 6 Frequency
5
500%
18% 46% 12% 12% 1
10% 2%
0%

The above chart shows the toothpastes used in the past by the respondents. The
majority 46% respondents were used Colgate toothpaste, 18% respondents were used
Dabur toothpaste in past. Close-up and pepsodent were same 12% of respondents
.Vicco and sensodyne were used by respondents are 10% and 2% respectively. From
the above chart found that Colgate users are turn towards to the Patanjali toothpastes.
Similarly most of dabur, pepsodent, close- up user also turn towards to Patanjali
toothpastes.

3 Please express how much do you agree or disagree with respect to reasons for
purchasing Patanjali toothpastes?
(Where 1 =strongly disagree, 2= disagree, 3= neutral, 4=agree and 5=strongly
agree)

Sr. Total
no
Reasons for strongly strongly
disagree neutral agree
purchasing disagree agree

1 100%
Reasonable
12% 16% 12% 36% 24%
pricing

2 100%
Good quality 12% 8% 12% 44% 24%

3 100%
Availability 10% 4% 22% 32% 32%

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4 100%
Indian brand 4% 6% 6% 40% 44%

5 100%
Advertisements 4% 10% 12% 36% 38%

6 100%
Style of
10% 12% 24% 38% 16%
packaging

7 Taste 6% 10% 22% 34% 28% 100%

50%
45%
40%
35%
30%
25% strongly disagree
20% disagree
15%
neutral
10%
5% agree
0%
strongly agree

The above chart indicates the reasons of purchasing Patanjali Toothpaste. Here in
above chart it clearly indicates that 36% of respondents believed that the price of the
product is reasonable but 16% were disagree. Furthermore 44% were agreeing that the
quality is good but still 12 % were dissatisfied. 44% of respondents were strongly
believed that they are purchasing Patanjali toothpaste because it is an Indian
Brand.38% of respondents like the style of packaging and 34% like the taste of
toothpaste.

5 How would you compare Patanjali toothpaste with other toothpastes?

Comparison with other Percentage Frequency

toothpastes
Much better 46% 23

About the same 24% 12

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Somewhat worse 8% 4

Can’t say 22% 11

Total 100% 50

Can’t say
22%
Somewhat Much better
worse 46%
8% About the same
24%

The above chart shows that majority of the respondents(46%) believe that Patanjali
tooth paste is much better than any other toothpaste in the market, only 8% were told
that it is somewhat worst.

Findings:
 The research study explores some interesting findings and it represents that
66% of respondents were ready to purchase Patanjali toothpaste again and
again.
 The 46% of respondents believed that Patanjali toothpaste is much better than
any other toothpaste available in the market.
 Majority of the responds believed that Patanjali toothpaste is best because
74% are satisfied with the feature of long lasting freshness 52% of respondents
are satisfied with the feature of protect against cavities and decay.48% are
satisfied with the feature of fight germs.56% are satisfied with feature of
maintain oral hygiene.
 Majority 36% of respondents were agree that the Patanjali toothpaste’s price is
reasonable and 32% were said that it is widely available in the market
whenever needed. 44% of respondents told that Patanjali is a swadeshi brand
and having good taste that is why they are purchasing the product
 46% respondents were using Colgate toothpaste in past and now they are using
Patanjali tooth paste.
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Suggestions:
 The research study provides facts about Patanjali products and that is the reson
there is few suggestions which can improve the company and gives boost to
their sales.
 First of all company must change packing style of the product which beautify
the appearance of the product
 Research found that there are few respondents still dissatisfied with pricing of
the Patanjali toothpaste product so if company improves their pricing
definitely it will help company to increase their sales.
 Though Patanjali is a quality product but still they need to improve for the
same.
 Dantkanti is the best seller product of Patanjali products basket so now
company need to give attention to other toothpaste variants.

Conclusion:

It is conclude that perception of brand and attributes are important for buying
decision of the product. Customers’ perception towards a brand is based on the
satisfactory value the user receives after paying for the product and the benefits the
user looks for. In this study, a large portion of the user is satisfied from Patanjali
toothpaste products. From the findings majority of customers from Colgate, Close up,
Vicco, Dabur switch towards Patanjali toothpastes and it is because of reasonable
price of the product, advertisements, an Indian Brand and ayurvedic elements etc.

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